M&B to launch own footwear

Sanjeev Sinha, TNNNov 24, 2002, 06.30am IST

NEW DELHI: Having given the Lee Cooper range of shoes a firm foothold in the Indian market within six years of its launch here, Delhi-based M&B Footwear is now bracing up for establishing its own identity in India and abroad.

In a bid to make its long-cherished dream come true, M&B Footwear — which has foreign collaborations with world majors to make and market their products in India, including Lee Cooper of UK and Jordache Inc of USA — has gone into an expansion-cum-diversification mode. It has just introduced its signature line shoe collection under the brand name 'i-D' and is also exploring the overseas markets for increasing its export pie.

"Our products are already available in Dubai and will soon be there in Bangladesh. We also hope to be present in Sri Lanka and Nepal next year," says Inder Dev Singh Musafir, director, M&B Footwear.

Talking about the brand positioning and the USP of their latest launch, he says, "The i-D shoes with their latest designs and styles promise a new identity to the Indian youth," adding that "unlike the signature collection of various fashion designers which is only for the few 'privileged' ones, our collection is meant for the mass market. It's for all those who aspire to buy the latest fashionable shoes, but don't have deep pockets to go in for big brands."

In fact, affordability is one of the main highlights of these shoes as their prices range from Rs 1,485 to Rs 1,585. "Besides, for the first time in the Indian shoe market, we have launched a shoe which is maintenance free. Made from imported Brazilian leather, the i-d shoes don't require polishing at all and mere a quick cleaning with a damp cloth keeps the sheen intact," says Mr Musafir.

To begin with M&B Footwear has introduced 20 styles/ designs and will keep on adding new ones every month. Mr Musafir said initially the i-d shoes are being launched in Delhi, Chandigarh, Punjab, Haryana and Himachal Pradesh, while the UP launch is scheduled for mid-December. And the company intends going to other regions once the new range gains some foothold in the north India. It is in talks with some leading departmental stores for shop-in-shop kind of arrangement with the company's own staff.

The company also has plans to organise fashion shows in various cities to promote the new brand.

But what about the sales target? "We are targeting sales of 7,000 pairs of i-D shoes a month in the very first year of operations, which may go up to 20,000 pairs a month next year," says the director.

But now M&B Footwear's activities are not limited to shoe alone. It has recently ventured into the luggage business with the launch of the Envy range of fashion luggage, which are targeted at urban customers and are currently being imported from abroad. Musafir says they are also in talks with Lee Cooper, UK, to introduce their range of luggage into the Indian market.

The company is also in the process of setting up a new plant (it already has three) with an investment of Rs 10 crore, which will have the total manufacturing capacity of 5,000 pairs a day. The production is expected to start in April 2003.

Besides, the company plans to increase the number of its joint stores from two at present in Delhi to 15 all over India by next year and is targeting a turnover of Rs 35 crore this year compared with Rs 28 crore last year.